Challenge & Objectives
Very Lazy’s range consists of a variety of chopped ingredients, squeezy pastes and flavour pastes to help get rid of the faff to make life, and cooking, more simple.
The pandemic significantly influenced the cooking landscape and as people had more time on their hands than ever before, they turned to home cooking. As demand increased for both meal boxes and pre-prepared cooking ingredients, we saw an increase in Supermarkets promoting own labels, putting brands like Very Lazy under increasing pressure.
Very Lazy were looking to re-establish themselves as a cooking essential and therefore were looking for a media partner that would help them to shift the dial on brand awareness and consideration to ultimately drive sales.
Idea & Implementation
Very Lazy hadn’t advertised on TV for over 6 years and as the largest commercial broadcaster in the UK, they recognised that advertising on ITV would be the perfect platform to maximise their reach with their target audience ABC1 Women.
Leaning into ITV’s regional capabilities enabled the brand to test and learn, so the campaign targeted viewers in the Yorkshire, Emley & Tyne Tees regions as these were considered the most efficient to reach their target audience.
The media plan combined a mixture of peak and weekend spots, with airtime upweighted around cookery programmes like Ainsley’s Food We Love and Saturday Mornings with James Martin as these environments provided a great contextual fit for the brand. Their airtime was supported by a bespoke plan on the ITV Hub which provided the best route to build reach and high frequency.
Targeting Strategy
Brand Target
A regional campaign the targeted upmarket women throughout Yorkshire, Emley & Tyne Tees
ITV Trading Audience Bought
ABC1 Women
Very Lazy overtook supermarket own brands to become the most known brand in the pre-prepared cooking ingredients category.
15%
Very Lazy saw an average volume uplift of 15% whilst advertised compared the weeks prior to the campaign.
96%
Brand consideration increased from 61% to 96% and consumers were significantly more likely to use the brand.
"ITV’s Backing Business match funding initiative enabled us to unlock access to TV that we didn’t think was possible. The activity helped us to understand what advertising on ITV could deliver and we were pleased with both the short term sales of the campaign, as well as the increase in brand awareness and consideration metrics.
We received some great feedback, specifically around the programming slots we were able to secure against such high profile and much loved programming on ITV.
I’d highly recommend for any small brands who want to amplify their brand through TV. "
Kira Mutimer, Senior Brand Manager
